Martin Hingley

Researchers in business, marketing, and economics describe challenges and opportunities involved when changing the purpose of growing food from feeding people to making a profit. They cover implementing market orientation, marketing agricultural products, market orientation in the downstream food chain, and market orientation for specialty products. Among specific topics are a multiple case study of implementing market orientation in industrial firms, business-to-business brand orientation, production and marketing innovation in the Argentine beef business, a case study from India of what to do when customers seem content with the status quo, perceptions and choices of Italian consumers concerning organic wine, the process and critical success factors of evolving from product excellence to market excellence, and a high value coconut product in Vietnam. Annotation 穢2010 Book News, Inc., Portland, OR (booknews.com)